P&G introducing "premium-priced" Ivory Moisture Care line.
This article was originally published in The Rose Sheet
Executive Summary
P&G IVORY MOISTURE CARE AD/PROMO BUDGET TOTALS $60 MIL. for 1997 with $24 mil. to $25 mil. earmarked for an extensive TV and print ad campaign, Procter & Gamble said. Print ads will debut in March women's fashion and beauty books, as well as in family-oriented magazines such as Parents, P&G said. TV spot scheduling has not been confirmed but will reflect a "solid" television advertising plan, the company said. Moisture Care bath bars and body wash debuted in mass market and retail shelves the week of Jan. 20.